siege conference 2009: corporate learning games
DESCRIPTION
Presentation given by Kevin Corti (when CEO, now Founder of SoshiGames) about serious games used in business education and training. Please note the videos do no work in slide share. If you would any information on specific games please contact [email protected]TRANSCRIPT
Corporate Learning GamesSerious game development in adult learning & development – going from potentially big to really big.
Kevin CortiCEO, PIXELearning
Saturday 3rd October 2009
Who am I to talk?
CEO, co-founder, PIXELearning
Background includes Mech Eng, Disaster Management & eLearning
Co-founded PIXELearning in 2002, custom development studio (transitioning to content/product company)
Primary area - corporate L&DSecondary areas – business education / marketing
Developed some tech (LearningBeans)
Based at Coventry University Serious Games Institute
SGI / AWM / DTG / Serious About Games / IDM etc
“The use of games or gaming dynamics not simply to entertain the player, but rather to inspire a particular action, effect some type of attitudinal/behavioral change, or instill a particular lesson in the service of an organizational goal”.
“It’s Time To Take Games Seriously”Forrester report (TJ Keitt and Paul Jackson), August 19, 2008
“Serious” Games? What the @%$#?
Supply & demandInventory managementPricing strategyRisk v rewardProfit & lossSeasonal factors on demand
Business education
Understanding dataAnalytical thinkingStrategic planningTacticsPerformance improvementTeam-building
Management
New product developmentFinancing a businessDeveloping marketsHiring key staffFinancial managementAchieving sustainability
Entrepreneurship
ZoningEmergency planningManaging utilitiesCrime preventionFiscal managementEnvironmental management
Civic planning
RecruitmentCoaching / mentoringDivision of labourWorking as (remote) teamsEffective communicationDispute resolution
Leadership
You Play World of Warcraft? You're Hired! http://www.wired.com/wired/archive/14.04/learn.html
Serious Games Taxonomy (Sawyer & Smith)http://www.dmill.com/presentations/serious-games-taxonomy-2008.pdf
Reasons why companies are getting excited....
To make adult learning & development…..
Better
Faster
Cheaper
What is driving interest?
Class-based (F2F) training is expensive
Logistically challenging to deliver F2F
F2F delivers variable (unpredictable) quality/results
eLearning very cheap but ‘shallow learning’
How truly engage? >> drive participation?
How deliver effective learning opportunities to large, geographically dispersed, audiences x-demographics?
How cut costs AND improve results (inc sales, reduced errors, be compliant etc)
Theory
“Game the skill”
Reflection
PRACTICE
Learning games allow people to experience a scenario or situation in a safe, realistic manner.
Putting theory into practice.
Builds on theory and post-reflection (blend)
Games allow people to practice
Games are complex
ComplexCognitiveactivity
Informationdissemination
Higher-order thinking skills
Learning games focus on higher-order thinking skills.
“Do it right whilst under pressure” - lots of different information, competing demands.
Focus on strategy and decision-making, for example, not just memorizing facts!
Virtual experience is cheaper
Virtual experience Real world application
“VIRTUAL EXPERIENCE”
Learning games allow users to acquire ‘virtual experience’.
“Screw up in-game…not on the job”.
They can then apply this to the real world – transferable learning!
Adults like to solve problems
Problem-basedLearning (goals,
tasks)
ADULT LEARNING
Learning by doing!
Adults like problem-based learning, challenges and clear relevance to work or personal needs.
Learning games are based on their job role and/or work environment.
Games are engaging
Passivereception
Active engagement
ENGAGEMENTLearning games positively encourage user participation.
Moving from “fill the vessel” with facts to….
…empower the user to make decisions and experience meaningful consequences.
Learner-centric experiences!
Competition & collaboration
Peer review
Collaboration
Group support
Added realism
MULTIPLAYERMultiplayer allows learners to collaborate and compete.
Makes experience very life-like, challenging and engaging.
Peer support + learn from others.
Erm, so…no aliens
then?
Sounds a bit dull
NO FUN- By order of the corporation
Our Worlds of Makrini – a.k.a. The Diversity & Inclusion Game
PIXELearning & Global Lead LLC
New (less volatile) markets
Much lower cost of entry
Reuse existing technology & IP
Different business models
Annual recurring revenue streams
Strong margin potential
Strong growth potential
Reasons to get excited
Global ‘education’ market = US$2 trillion
US training market = US$130bn (employs 500,000 people)
UK training market = US$30bn
Indian training market = US$1.6bn (25% annual growth)
Global eLearning market = US$50bn
Serious Games market = US$1bn to US$9bn Eliane Alhadeff (Future Making Serious Games blog)http://elianealhadeff.blogspot.com/2008/04/reconciling-serious-games-market-size.html
What is the opportunity?
CAUTIONHandle with care!
Business models
Work for hire – custom development
Content product provider (direct or indirect)
Subscription-based models (PAYG, site license etc)
Technology provider, direct or indirect (e.g. authoring tools, game engines)
‘Pure’ consultancy (pre-sales, concept development, project management)
Free content, charged-for services (training, support, consultancy etc)
Who is doing what?
People from the games industry – E.g. Virtual Heros, Blitz & Noah Falstein
People from the web/multimedia industry – E.g. DESQ
People from the learning & development industry
Virtual worlds – Forterra, 2nd Life etc
Traditional modelling/simulation – G2G3, BTS (Visual Purple)
Marketing agencies
InductionChange managementSales trainingProject managementCustomer serviceChannel supportLeadership developmentDealing with difficult peopleAppraisalsB2C promotionsDiversity & inclusionAudit intern trainingIT systems familiarization
What are they doing?
Understanding marketingUnderstanding financePitching to investorsInternational tradeEntrepreneurshipEnergy wise ITCall centre trainingIT security for SMEsBusiness studiesCitizenshipFinancial complianceProtecting IPCorporate Social Responsibility
Where are they doing it?
#2 UK
#3 W. Europe
#4 SE Asia
#1 N. America
SGDI(CA)
SGI(Cov)
GfLI(NYC)
Who are they doing it for?
3M
ShellBP
BNP ParibasFifth Third BankVISA
L’Oreal
Hilton
Best Buy
Coca Cola
OrangeVodaphoneBritish TelecomBelgacomComcastNokiaVolvo
HPCiscoIBM
RaytheonNorthrup Grunman
KPMGPWC
What are the business/project goals?
One word (or short) answers only - what is the most important benefit/feature/'thing' your clients want right now from a serious game project or product?
Flexibility, low cost, & improved training ..the answer is clear: employee engagement.
Real measurable business benefits!!!!!
Demonstrable business benefits at a keen cost....
Clear understanding of and support through process
Already exists (off the shelf product)?
Proof that the investment is justified
Basically learning-by-doing with highly engaging experiences.
Definable Return On Investment -
Predictable delivery and acceptable cost of custom solutions.
Must clearly target a business need
In one word: Outcomes.
Accelerated and lasting change in attitudes
Easily modifiable and interoperable -learning environments.
What kind of technical approaches?
Game industry technology & game craft (HL2, CryEngine, Neverwinter Nights etc)
Specialised technologies with instructional purposes (e.g. Caspian, DISTIL)
Casual/web games (e.g. Wild Tangent, Virtools & Flash)
Virtual World tech (e.g. 2nd Life & |Forterra Olive)
Standard Windows custom creation (C#, Java etc)
eLearning tech (browser-based; AJAX, Flash)
Multimedia (e.g. Director)
Games consoles (mods through to 100% custom)
Mobile phones / PDAs / iPhones
A NICHEFor everyone
VISA – Financial Soccer
Financial Soccer is a fast-paced, multiple-choice question game, testing players’ knowledge of financial management skills as they advance down field, and try to score goals. Educators are encouraged to review and download the curriculum for students, before actual game play.
“Come play the game enjoyed by hundreds of thousands of people all over the world. This game is posted on dozens of game sites and played in more than 125 countries”.
“The game is not only fun, but it is considered by many to be the best way to learn how to use the binary number system.”
CISCO – Binary Game
http://forums.cisco.com/CertCom/game/binary_game.swf
“Learn all about networking whilst you play!”
CISCO Mind Share
BNP ParibasA space/sci-fi themed sim to teach basic banking services awareness & promote the bank’s brand for recruitment purposes.
Built by KTM Advance (FR) - http://starbankthegame.bnpparibas.com
audit training
Delivering productivity gains: (“gaming the skill”) Technical audit training US audience (approx 1,000/yr) 1:3 the simulation:instructor blend Desire to ‘do’ rather than ‘learn about’ Assessed to Kirkpatrick L4 / Phillips ROI
The KPMG simulation enables learners to:1. Practice both technical & soft (client-facing) skills2. Experience accurately recreated audit processes3. Understand real world cause & effect
ASTD 2008Excellence in Practice
Award Winner
Measured productivity improvement > $13m
Delivering effective learning to all staff: (where eLearning could not)
Almost compliance (major cost of failure) F2F costs impossible Very sensitive subject (diversity) Staff apathy / reluctance
Makrini (the diversity game) is:1. Easily accessed (web-based )2. Engaging & rewarding (people will use it)3. Very practical (recognisable tasks)
diversity training
Drivers / ROI / Metrics
Helping to manage change: (show WHY not just HOW)
Major SAP rollout Major process streamline/change Global workforce to communicate with Staff resistance/inertia
PET (the Process Education Tool):1. Easily accessed (through LMS)2. Accurately mapped internal processes3. Demonstrated business cause & effect
IT security games
Deliver mix of business and technology courses
Traditionally F2F in EMEA and AsiaPac
Through training partners
HP MEAI limited by time & resources
Audiences limited by time, travel etc
Caspian Learning & Thinking Worlds3D Serious Game engine & authoring tools (aimed at learning designers)
Daesign (FR)
Simple, branching tree scenarios – cartoon style, pre-canned animations depicting business situations for role playing
Foreterra (US)
Virtual World technology (from There.com) used to allow real time, multiplayer role play in 3D environments
Gamelearn - Merchants
2D/Cartoon style, easy to use game set in historical setting (Venice, 15th century) to train users in sales/negotiation skills
IBM – Innov8/Innov8 2.0
3D and browser-based 2D – raise awareness of and provide skills training around Operations Management / Business Process Management.
Playgen (UK)
Browser-based 2D/3D mix (Flash) – Anti-money laundering training game
RajSim (Holland)
Project management training – fictional scenario about construction/management of world’s largest shark aquarium in China)
TPLD (Scotland)
Infiniteams – team building / dynamics using 2D isometric style (browser based / Java)
The Winning Game – arcade style game, based around proven research into
sports science
Visual Purple/BTS (US)
‘Winning in Wireless’ – 3D, role play + business sim – business skills
Xposim
Oil exploration sim – mix of pre-canned 3D animations, 2D sim interfaces – huge detail in underlying models
Leadership development
Multiplayer (teams of 4), Flash-based using Adobe Flash Media Server. Challenges with firewall, LMS etc.
Leadership development
Leadership development game. Focuses on problem-solving, communication and coaching.
Leadership development
Multiplayer (teams of 4), Flash-based using Adobe Flash Media Server. Challenges with firewall, LMS etc.
What are the challenges?
“So, why aren’t we all rich yet then?”
• Training market is conservative & usually slow to adopt
• Lack of available case studies, examples and proven results
• Predominance of ‘work for hire’ model
• Confusing number of orgs, tech, products, etc – no clear offering
• Global economy – risk averse, low training investment
Corporate/training ‘nuances’
Specific ‘characteristics’ of the training world.....
• LMS’s (control) + SCORM/AICC standards
• DDA/Section 508
• Commoditisation of eLearning
• Training works with ‘content’ creation
• Linear instructional approaches
• “Specify then build” approach to enterprise software
• IT security & infrastructure
Costs/pricing
“What’s the going price of a serious game?”
Work for hire...
• $50k - $250k normal range• $500k - $1m possible
OTS product/solutions approach...
• $10 - $100 per seat• $10k - $100k site licenses• annual licenses
* What is ‘a game’?
• Driven by budget quarters / year ends
• OTS products would be much more attractive (but clients want customisation)
• 20:80 rule – makes clients uncomfortable.
Timescales
“Can you build it by the end of the month?”
Timescales
• Normal range 2 to 6 months• Usually to fit in client budget quarters (3 or 6 months)
1 month
2 months
4 months
5 months
6 months
7+ months
3 months
* Based on analysis of PXL projects 2007-09
Page 16
So...where do you go from here?
Web communities
Serious Games People LinkedIn group- http://theevilnumber27.wordpress.com/linkedin-group/
Books & papers- Clark Aldrich (3 books)
Virtual Worlds, Real Leaders - IBM Global Innovation Outlook 2.0 Reportwww.ibm.com/ibm/gio/media/pdf/ibm_gio_gaming_report.pdf
Seriosity report – leadership in games and at workwww.seriosity.com/downloads/Leadership_In_Games_Seriosity_and_IBM.pdf
Serious Games Summit – 23rd March in San Francisco (alongside GDC)
The E-Learning Guild 360 Research report, March 2008, “Immersive Learning Simulations”.
http://www.elearningguild.com/
Publications
Kevin Corti, [email protected]
LinkedIn: www.linkedin.com/in/kevincortiCompany web: www.pixelearning.comTwitter: @pixelearning
+44 (0) 24 7623 6971
PIXELearning LtdThe Serious Games Institute,Coventry Innovation Village,Cheetah Road, CoventryCV1 2TL